User-level targeting unlocks deep audience insights

To sell vehicles, you have to know three things: your market, your audience and your inventory. And the more you know about each one, the better your sales prospects are. Knowing your own dealer inventory is pretty straightforward… but what about real-time, user-level audience and market metrics? 

Today’s dealerships can know a lot, thanks to advanced audience tracking and digital marketing technologies that leverage AI and machine learning. With the right mix of tools and tactics, dealers can access unprecedented depths of audience and ROI intelligence.  

3 powerful audience targeting strategies for dealers 

We’re using a unique combination of technologies at Adpearance to provide auto dealerships with digital advertising that reaches the right audiences with the right inventory at the right time. 

Below are three ways we use these tools to help our clients succeed. (Keep in mind that these processes aren’t ordered steps — they all happen at the same time!)  

1. Track your audience at the user level
First, we focus on gathering the most complete and accurate data we can. An important piece of that puzzle is first-party audience data. For this we’re using Foureyes, an impression-tracking technology that intercepts user-initiated interactions with your brand and stores them in your CRM. We use this technology to help you: 

• Refine leads — Where typical technology tracks phone calls, Foureyes analyzes the content of the phone calls to identify sales leads. Where standard tech tells you the number of people who clicked on a CCTV ad and landed on your website, our system remembers unique digital fingerprints and listens for them across platforms and devices to paint an extremely detailed picture of each user’s behavior. 

• Prove ROI — Following user-specific IDs means you can track and prove true ROI for each individual component of your marketing and advertising campaigns — CCTV, digital, out of home, streaming audio, all of it. Plus, if a customer ever provides identifying information (by filling out a contact form, for example), their information is automatically linked to all their past activity. 

So, you don’t just have your lead. You have your lead, possibly their name and contact information, and their full digital journey to conversion (and beyond). Mind-blowing, right?

2. Target your audience with custom creative 
Now that we have all this audience data, we can directly target your customers with specific ads. A simple example might be offering a special service to a “past buyer” group or putting new creative in front of customers with expiring vehicle leases. But we can also get much more granular. 

In fact, we can match individual vehicles with specific potential buyers in real time. We also use our own machine learning powered software, MarketAI to analyze your business’s inventory against massive amounts of relevant market data, third-party audience data and the first-party audience insights we feed in from Foureyes. It identifies your best opportunities to sell, based on your sales goals and the vehicles you need to move most, and automates placing relevant creative in front of specific customers to drive high-quality traffic directly to your dealership’s vehicle description pages (VDPs).

3. Learn from your audience, again and again
There’s another incredibly important use for audience data: algorithm signaling. Our software takes this data and learns from it over time to identify even better audiences and opportunities for you. This happens in two ways: 

• Retracking and retargeting — We don’t just serve VDP ads to high-intent users and stop there. We keep tracking what happens next in order to answer critical questions, like: Do users click your ad and view VDP? How long do they stay on the webpage? Do they visit again? Do they pick up the phone or start a chat? 
• Training the algorithm — When we feed it audience groups as signals, the Foureyes algorithm learns more about those groups. For example, our “past buyers” group informs the algorithm about what a buyer has looked like in the past so it can go find more buyers in the future. Then, that enriched audience data is sent back into MarketAI to further optimize targeting and ad placement. 

The result: Retracking, retargeting and signaling create a loop of continuous learning and better performance. We wash, rinse and repeat… and you watch your inventory move. 

Let’s find your audience

The leading-edge technologies we’ve described here provide rich, real-time data and insights that can improve your dealership’s marketing strategy immediately. 

We’re excited to show you how they work! Schedule your free digital analysis now.